Weekly Marketing Technology News

Cybersecurity At RSA: All About The Tools, No Trouble and More Articles

News travels fast and there’s a lot of it out there. It’s easy to miss something relevant and important. Let us help!

Ever Friday, we publish the most relevant and important articles in a series of highlights for Business, Web, Technology, SEO, Marketing and Social Media. To read the full story, click the headline of each article.

Here are some articles you may have missed for the week of April 24, 2015.

Business Highlight

Cybersecurity At RSA: All About The Tools, No Trouble?
Forbes by Jason Bloomberg

You could tell by the din that the RSA Conference in San Francisco this week is the largest enterprise IT security confab in the world. The fact that several prominent breaches over the last year have shaken the C-suite out of its ostrichlike complacency clearly turned the volume up on this show all the way to eleven. So now money seems to be flowing into IT security like never before, adding to the commotion.

The big question: with all this security gear from the many hundreds of vendors exhibiting at the conference, each trying to get their message heard above the clamor, why do the hackers appear to be winning? Clearly, tools aren’t enough – even when they’re arguably better than ever.

Regardless, the RSA Conference is largely about the tools and technologies – where each tool addresses some corner of the security sphere. Here are my picks for some of the most interesting (in alphabetical order, so as not to play favorites). Are they sufficient? You be the judge.

Web Highlight

How To Become A UX Leader
Smashing Magazine by Robert Hoekman Jr.

Let’s say you run a UX team. Better yet, let’s say you don’t. Let’s say you just want to do great work. You’re a consultant. You’re a newbie. You’re an intern. Your position is irrelevant. So is your title. What’s important here is that you want great UX to happen. You want it consistently. You want it now. You want it all the time.

No matter your status or situation, whether director or loner, you are in a position to lead, to raise the bar in a place where it consistently sits lower than you think it should.

Technology Highlight

Kano Co-Founder To Talk Building A Coding Kit Business At Disrupt NY
Tech Crunch by Natasha Lomas

Sales pitches for products that aim to teach a new generation to learn to code arrive thick and fast in the inbox, these days. But one of the most polished entrants in this burgeoning space remains U.K. startup Kano, which Kickstarted its startup coding kit business at the end of 2013 — raising around $1.5 million from geeky parents to get the ball rolling.

On Monday May 4 at 10.45am, in just under two weeks’ time, Kano co-founder Alex Klein will join us on stage at Disrupt NY to discuss the challenges of building a startup that involves so many pieces — literally pieces of hardware, software and even paper-based media (including, yes, actual physical stickers) are involved — so we’ll be asking about the supply chain, team and management logistics that keep all that from coming unstuck.

SEO Highlight

Google Does More With Recently Added Ranking Signal
WebProNews by Chris Crum

Google announced on Thursday that it has indexed 30 billion links within apps, and that it will now show Android users apps in search results even if the user hasn’t already installed them. This is the latest move by the search engine to further integrate the app ecosystem into search and improve mobile results.

“You’ve invested time and effort into making your app an awesome experience, and we want to help people find the great content you’ve created,” said product manager Lawrence Chang in a blog post. “App Indexing has already been helping people engage with your Android app after they’ve installed it — we now have 30 billion links within apps indexed. Starting this week, people searching on Google can also discover your app if they haven’t installed it yet. If you’ve implemented App Indexing, when indexed content from your app is relevant to a search done on Google on Android devices, people may start to see app install buttons for your app in search results. Tapping these buttons will take them to the Google Play store where they can install your app, then continue straight on to the right content within it.”

“With the addition of these install links, we are starting to use App Indexing as a ranking signal for all users on Android, regardless of whether they have your app installed or not,” he adds. “We hope that Search will now help you acquire new users, as well as re-engage your existing ones.”

Marketing Highlight

A 2-sided Silver Bullet for Marketing and Sales Alignment?
Chief MarTec by Scott Brinker

At least in B2B, there used to be a pretty straightforward explanation for the friction between these two teams. Marketing would generate leads and then hand them over to sales. Sales would complain that they weren’t getting enough leads from marketing — or that the leads weren’t of high enough quality. Marketing, in turn, would complain that sales wasn’t doing enough to follow up with all the wonderful leads that they were generating for them. And both teams would tussle over the credit for the leads that were successfully converted to customers. (Sales usually won the lion’s share of that credit.)

For most companies, the solution to this tension became a mix of lead scoring — an agreed upon algorithm for numerically ranking the quality and readiness of a lead — and a formal definition of MQLs (marketing qualified leads), SQLs (sales qualified leads), and the process flow from one to the other, such as SiriusDecisions’ demand waterfall.

Social Media Highlight

11 Ways to Boost Facebook Engagement for Small Businesses
Social Media Examiner by Andrea Vahl

Is your small business on Facebook?

Are you looking for better ways to engage your fans?

Small businesses are winning on Facebook more than ever before.

In this article you’ll find 11 ways small businesses can improve engagement and drive sales with Facebook posts.

 

What did we miss?  Let us know what news got your attention this week in the comments below.